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Now Google is applying "neuromarketing" to video advertising. In a study released Thursday, Google and MediaVest used NeuroFocus findings to show that overlay ads appearing in YouTube videos grab consumers' attention and boost brand awareness...
The firm used biometric measures such as brainwave activity, eye-tracking and skin response to gauge the impact of ads. Based on criteria including attention level, emotional engagement and memory retention, it then comes up with an overall "effectiveness" score for ads.
The study revealed that viewers found overlays "compelling and engaging," generating high attention and emotional engagement levels across different brands and types of video.
Neurofocus is a division of Nielsen that uses EEG and other technologies to measure response to ads.
From Online Media Daily - Google: This Is Your Brain On Advertising [mediapost.com] by Mark Walsh
Video ad formats
I don't see anything too obstrusive with the overlays in videos. You have control over them. As long as they are relevant to the video content I can see it being a huge success. Did I miss something? Ah, maybe the "your brain" part? < Mine that is. :)
My eyes were immediately drawn to the ads. Since they were similar to what you normally see on Network TV, I'm kind of used to them. They annoy the heck out of me on TV because there is no [X] to close the little buggers. At least with the ad overlays, you can close them. Oh wait, I'm sure some will have figured out how to camouflage the close function. ;)
joined:Oct 25, 2005
joined:Sept 20, 2000
What in the brainwave patterns indicates a high score that means something "good" for advertisers that show that these "work".?
I'm waiting for the first "This is your brain; this is your brain on Google" parody video to show up on YouTube.
Or maybe this is your brain, this is Google in your brain.
I'd like to see them close the loop on this kind of study, i.e., show that the increased brain activation actually relates to consumer behavior.
Would be nice but much more difficult to do. This kinda reminds me of the Search & Branding studies the enignes put out where it sounded like they had people in a lab, showed them screens with say an ad for Minute Maid orange juice at the top of a search results page and then asked them what brand they thought of when they thought of Orange Juice and there was a "lift" for MM OJ after seeing the Minute Maid OJ ad at the top of the search listings.
Tell me what you want to sell and how you can justify it and I'll come up with a study that can be spun to prove that it is effective.
Unfortunately, a lot of market research works this way. They measure recall, positive feelings, etc., but rarely get all of the way to "purchased product."
That's the good thing about e-commerce. The proof is right there.
And you will have a window in your head.
Not even your future will be a mystery any more.
Your mind will be punched in a card and shut away in a little drawer.
When they want you to buy something they will call you.
When they want you to die for profit they will let you know.
MANIFESTO: THE MAD FARMER LIBERATION FRONT
by Wendell Berry